presents

FMPC 5000 Marketing Fundamentals

Anne Cramer
Humber College
December 4th, 2014

Alicia Cianflone, Caitlin Evans, Kendra Faykes, Nicole Popovski, Shelby Walker

Table of Contents
Executive Summary ...................................................................................................................................... 3
The Brands Marketing Mix Strategy ........................................................................................................... 4
Product ..................................................................................................................................................... 4
Price ......................................................................................................................................................... 5
Place ......................................................................................................................................................... 5
Promotion ................................................................................................................................................ 6
Description of the Fashion Brand ................................................................................................................ 7
The Promotional Objectives and Theme ..................................................................................................... 9
The Target Audience of the Promotion ..................................................................................................... 10
Demographic .......................................................................................................................................... 10
Geographic ............................................................................................................................................. 10
Psychographic ........................................................................................................................................ 10
Behaviouristic ......................................................................................................................................... 11
The Promotions Mix ................................................................................................................................... 11
Public Relations ...................................................................................................................................... 11
Fashion Extras ........................................................................................................................................ 13
The Promotions Budget ............................................................................................................................. 15
Fashion Show Total Prices ...................................................................................................................... 15
Fashion Extras Total Prices ..................................................................................................................... 15
Price Explanation .................................................................................................................................... 15
Conclusion .................................................................................................................................................. 16
Bibliography ............................................................................................................................................... 17
Appendix .................................................................................................................................................... 20

Executive Summary
Smythe
Launched in 2004 by Andrea Lenczner and Christie Smythe, Smythe Les Vestes
has grown to be an iconic Canadian brand known for their jackets and outwear for
women. The brand was developed on the premise that professional attire for women
had been lacking high quality and stylish pieces that were highly versatile and
wearable for the busy modern woman. Quality, style, and versatility remain key
elements of the brand, where customers today know they can rely on Smythe for a
piece that will be relevant and that will last despite the rapidly changing nature of
fashion and trends.
The Product: Les Vestes
Smythe jackets and outwear for women are distinct in that they are Made in
Canada products and truly represent Canada and Canadian design. Smythe
products are known for their durability and reliability, as they are made from the
highest quality fabrics that will last a lifetime. This quality also influences the
designer price point of Smythe blazers and outerwear. The elements of quality and
price point also speak to a growing trend where consumers are increasingly looking
for quality and standing, and are willing and able to pay for it (Passport). The price
can also be attributed to the growing demand for Smythe products over the course
of the decade, which is heavily influenced by the number of celebrities and public
figures seen wearing the brand, particularly Catherine Middleton, the Duchess of
Cambridge. As a designer product, Smythe is carried in high-end boutiques and
retailers in eight countries around the world including Holt Renfrew, Nordstrom,
Saks Fifth Avenue and Simons.
Loyal Customer Base
The quality of Smythe products has attracted a loyal customer base as they have
learned that they can rely on Smythes unique designs each season, which are also
high-quality products made to last. This characteristic of the product influences
repeat purchases and has been a major contribution to the success of their brand.
Promotions Plan
Smythe does not rely on advertisements to promote their product; instead they use
word of mouth promotions, mentions of celebrity sightings, and partner with
retailers carrying their brand to have in-store promotional events. This approach
generates buzz and is often covered by the media, which results in brand mentions
and a number of articles on the designers in various magazines, newspapers, and
3

online news outlets. In addition, this promotions strategy ensures the exclusivity of
their brand and ensures that it does not become oversaturated.
The Brands Marketing Mix Strategy
Product
Since 2004, Canadian brand Smythe has been creating beautiful womens jackets
that are flawless, flattering, high quality, and impeccably tailored. With jackets
(specifically blazers and coats) being a wardrobe essential for women (Won),
Smythes product strategy was to focus solely on designing and perfecting jackets,
but they have also introduced pants, blouses, and sweaters into their collections for
various seasons over the years (Collections). In the last decade, Smythe has truly
become an iconic Canadian brand known around the world for providing some of the
best tailored jackets for women.
Smythes success and large customer base can be attributed to the fact that their
jackets are famed for a flattering fit which often includes a peplum, as seen in
their Equestrian Jacket, One Button Blazer, and Duchess Blazer (Delap). Each of
these jackets is known to flatter by putting emphasis on where you want to be
small and taking emphasis away from where you are bigger (Delap). With this
approach, Smythe is able to capture customers who appreciate their design for
being pleasant to look at but also easy to wear (Kotler 311).
Many customers are also often pleasantly surprised to know
that Smythes jackets are made in Canada, which speaks not
only to quality assurance, by being made in the same location as
their headquarters, but also to the fact that the designers give
back to the Canadian economy on a larger scale by providing
jobs and being an entirely Canadian luxury brand.
Additionally, Smythes jackets come in
an array of styles and fabrics to suit the
climates of each season; with wool blends seen in their pieces
for fall and winter, and silk blends for spring and summer.
Customers new to Smythe can expect that Smythe will not
only provide the basic purpose of protecting them from the
elements with their quality jackets, but will do so by
providing unique, stylish and feminine pieces. Customers of
Smythe also understand that with the purchase of a Smythe
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jacket, they are buying a premium designer product and are thus building status
and confidence into their wardrobes.
Price
The average price of Smythe jackets range from $495 and $895 in the bridge to
designer price point categories, with a few of their longer wool coats hitting the
$1000+ designer mark (Cramer). This is similar to the prices of other well-known
jackets designers including Vince, Theory and Helmut Lang whose prices, on
average, range from $400 to $1500 according to shopbop.com (Shopbop).
The prestige pricing of Smythes goods directly communicates to consumers and the
market that Smythe positions itself as a luxury brand intended to appeal to
consumers who are looking for exclusivity in their goods (Kotler, 357). The price in
this sense, will attract Smythes target customers who may desire uniqueness
which can cause demand to increase price, because [customers] then believe fewer
other customers can afford the product thus making the product more of a status
symbol (Kotler, 361).
With the higher price of their products, however, Smythe must be sure to fulfill the
customers higher expectations to justify their purchase of a premium product
(Cramer). In turn, one disadvantage of Smythes pricing is that it is elastic, and
thus, any price changes will highly influence their customers purchasing behavior
(Kotler, 364).
Place
Currently, Smythe is carried in high-end retailers including Holt Renfrew, TNT and
Simons in Canada, as well as Nordstrom, Intermix, and Ron Herman in the United
States. Smythe can also be found online at saks.com, neimanmarcus.com,
shopbop.com, and is carried in boutiques in the U.K., Mexico, China, Germany,
Russia, and Ukraine.
These high-end retailers help to define Smythes brand and positioning in the
designer market. They do so by carrying a wide range of high end contemporary and
premium designer goods within the better to designer price tiers in addition to
Smythe, and as a result, branding themselves to be known for their exclusive
offerings and luxury designer labels (Cramer).
With the relatively small number of retailers that carry Smythe, Smythe has
adopted an exclusive distribution strategy, where they have limited the number of
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intermediaries (i.e. retailers) (Kotler, 394). Limiting the number of stores that carry
the brand allows the product to maintain their reputation as a status symbol, as
their products become more difficult to get a hold of by the consumer, not only
because of price, but also because of location, and thus make them more unique and
attractive to their owners (Kotler, 394).
Promotion
In the last decade, Smythe has appeared in a number of publications from fashion
magazines such as Elle, Vogue and InStyle to gossip and womens lifestyle
magazines such as Chatelaine, Cosmopolitan, and UsWeekly.
A recent promotional activity that Smythe participated in was a celebration of their
10-year anniversary held at Holt Renfrew. The event involved a party and a fashion
show to showcase the latest collection to a crowd of loyal Smythe customers and the
media. This event served not only to celebrate 10 years as a designer, but also
helped garner further attention to the brand and to Holt Renfrew (Delap).
Another way that Smythe has promoted their brand is through their Smythe
Sightings page on their website, and images on their social media sites of
celebrities such as the Duchess of Cambridge, Kate Hudson, and Rachel McAdams
wearing their jackets (Smythe Sightings).

Description of the Fashion Brand

The Smythe label, developed by Andrea Lenczner and Christie Smythe has, over the
last decade, become a go-to brand for womens tailored jackets that reflect the
modern woman through their sophistication and classic style. They are Canadian
made products distinct in their traditional menswear tailoring details that are
known around the world and loved by many of fashions elite (1968 Magazine).
Website: http://www.smythelesvestes.com
Twitter: https://twitter.com/smythejackets
Twitter: https://twitter.com/andrealenczner
Hashtags: #smythejackets
Website: www.smythejackets.com
Facebook: https://www.facebook.com/SmytheLesVestes
The Smythe brand started as an idea in 2003 by two best friends, Andrea Lenczner
and Christie Smythe. Both Lenczner and Smythe had previous experience in the
fashion industry, with Lenczner working in the buying department at Holt Renfrew,
and Smythe having studied fashion design at Parsons The New School in New York
City (Delap). By 2004 Andrea and Christie quit their jobs and Smythe was
created.
The brand name Smythe Les Vestes was chosen because it sounded better than
Lenczner-Smythe (She Does The City). Despite the name, Lenczner and Smythe
remain equal business partners. The brand name was also chosen because it is
simple and meaningful, as it features the name of the designer and also Les
Vestes which means jackets in French, giving a clear indication of what products
customers can expect from the brand. Additionally, the logo is sophisticated and
feminine with clean looking lettering, for an uncluttered, likeable and memorable
design, much like the timeless jackets and coats that they design (Kotler, 237).
Because of their brand name and logo, their brand is less transferable as it connotes
jackets and coats as the sole item they design each season, despite also offering
knitwear, tops, and pants (although there is a
limited selection). One advantage to their logo
is that it is one word followed by simple
French words, which allows the brand to build
brand equity across geographic boundaries as
French is an official language in 29 countries
(worldatlas.com) (Kotler, 238).
7

Jackets have always been the main focal point for the Smythe brand because they
feel the style combined with their designs for women are relevant for more than just
one season (1968 magazine). Both Andrea and Christie decided that in creating
their own brand they would focus on one specific item and do it really well which
became the foundation of their business (Delap). In creating their brand they also
realized that there was an opportunity within the market to grow in this direction
because suit jackets and blazers for women were very hard to find at the time (1986
Magazine). With the focus on one type of garment, they were able to maximize
quality of their jackets and coats, and price and position themselves accordingly to
reflect their prestige as a designer brand (Kotler, 237).
The Smythe brand can also be defined by the many public figures and celebrities
that are found wearing their jackets. Sarah Jessica Parker, Gwen Stefani, Blake
Lively, Kate Hudson, and Kate Middleton are just some of the famous faces that
have been spotted wearing the brand. As style icons and role models in the public
eye, these women help to justify and leverage the brand as a producer of premium
products (Kotler, 237).
Now that the brand has established a name and a reputation for quality and
sophistication there is a lot of opportunity for growth in the market. To grow
successfully, stay true to their brand, and build equity Smythe can expand their
product depth by producing the same products and adapting them in small ways
year after year (Cramer). They can also expand the width of their brand, as they
gain recognition and awareness in the fashion community for other product
offerings such as knitwear, pants, and tops (Cramer).
Going in to Smythes 10th year, they have trademarked their name across all social
media channels, and also secured the URL for www.smythejackets.com. This gives
them high search engine optimization, and ensures that each time customers search
for Smythe, they are guaranteed access to the brands online presence. This also
protects them from having to compete in the market with other brands with
Smythe in their name.

The Promotional Objectives and Theme

According to an article in Global News, Hudsons Bay Benefiting From Shift to
Luxury Market, there has been a positive trend in luxury item sales. Richard
Baker, the CEO of Hudsons Bay Company, stated: The more unique, the more
expensive, the more special a product is, the greater demand we seem to be getting
(Maurino). Since its move towards luxury designer products, Hudsons Bay has
experienced an increase of $971 million over the past year (Maurino). These
numbers prove that Smythe, a unique Canadian luxury brand, would be a large
asset to Hudsons Bay in terms of increasing overall sales.
The goals of our promotion, which will be discussed below, are to expand Smythes
customer base in Canada among consumers who shop in department stores in
urban areas. Additionally, we hope to significantly increase the overall percent of
sales for Smythes 2015 collection by a minimum of 10%. The Canadian shopper will
often browse the Hudsons Bay Company as it is a well-known Canadian
department store. Having Smythe associated with Hudsons Bay will increase brand
awareness and expand Smythes customer base. The incorporation of promotional
shopping bags, garment bags, and a promotional window with cling vinyl decal will
spark consumers curiosity regarding our promotion, prompting them to enter The
Room and browse the new Holiday 2015 collection. In turn, this will increase
pedestrian traffic and therefore increase sales for both Smythe and for Hudsons
Bay. The fashion show portion of our promotion will create brand resonance and
salience because it will generate lots of media attention and stand out to both
current and prospective Smythe customers. The next time someone thinks to
purchase a high-quality jacket, they will think of Smythe at Hudsons Bays The
Room.

The Target Audience of the Promotion

Demographic
Smythes target demographic has proved to be women between the ages of 25 and
60, as seen on the websites Smythe Sightings page which features many women,
particularly those in the public eye, that wear their designs (Smythe Sightings).
Lenczner and Smythe, both working mothers, have explained that part of the
reason they created their brand and womens jackets is to introduce a wardrobe
staple that could work for all facets of their busy lives (PR Newswire). They
explain that Smythe jackets are perfect for the busy mom and working woman, and
they were inspired by their personal experiences (PR Newswire). Smythe has a
wide age demographic due to the emergence of young consumer spending within the
luxury and premium market; there is more women pursuing careers and diversity
within the workplace therefore fashion looks are getting more expensive
(Euromonitor).
Geographic
Smythe has a large geographical presence within North America due to their
availability within large department stores such as Holt Renfrew, Simons, TNT,
Ron Herman, Intermix, and Nordstrom. Their online presence has been beneficial
as well because their products have been made globally available within the larger
urban centres around the world: Canada, United States, China, Germany, Mexico,
Russia, Ukraine, and the United Kingdom. (Where To Buy).
Psychographic
Smythe products are geared toward women of all ages who are willing to invest in
timeless pieces that will stay relevant over the years (1968 Magazine). Again, they
have focused on jackets and blazers because they believe that they are the essential
wardrobe staple for the modern woman (PR Newswire).
A common characteristic of Smythe customers is that they are busy, and have many
aspects to their wardrobe, whether it be dressing for the office, social events, or
traveling (1968 magazine). The Smythe customer knows that by wearing Smythe,
she can dress for both work and leisure and can rely on the high quality of the
product to guarantee it will last.
According to the VALS framework, our consumers are Innovators, Thinkers,
Believers, Achievers, Strivers, and Experiencers (see Appendix).
10

Behavioristic
Smythes average consumers buy Smythe products because they are looking for an
investment piece in their wardrobe that will allow them to get multiple wears while
distinguishing them as "in the know, fashion forward and on trend" (1968
Magazine). Our primary products are high-end layering pieces, so the need to
purchase on a weekly/monthly basis is not necessary.
The Promotions Mix
We have developed a promotions plan that is consistent with Smythes brand it
will consist of a fashion show and an in-store boutique in Hudsons Bays The Room.
These promotions will be conducted in hopes of gaining media coverage and buzz,
and to introduce Smythe to the Hudsons Bay clientele as a wearable brand, as well
as reinforcing HBC as a luxury fashion destination. In addition, these marketing
schemes will contribute to customer equity. Through integrating public relations
(fashion show) and fashion extras (interior display), the primary focus is to provide
strong message consistency and to create maximum brand recognition and impact.
Smythe, like similar contemporary designer labels, recognizes that approximately
20% of their most loyal clientele comprise of 80% of their total sales (Cramer).
Smythe chooses to focus media and promotions attention on both current and new
clients to enhance their brand resonance with their current customers while also
gaining new ones. The satisfaction of key customers with the brand is crucial for
Smythes current and future brand image and success in the market. Focusing on
monitoring and influencing their word of mouth and modeling of the garments is
an indirect form of promotion for Smythes brand image.
Furthermore, the decision to create a fashion show at The Room is reinforced by the
success of Smythes similar concept executed at Holt Renfrew for Smythes 10 Year
Anniversary. Thus, this public relations method has proven to gain success in
generating media coverage and promoting sales.
Public Relations
There will be a fashion show for Smythes Holiday 2015 collection to gain media
attention, reiterating Smythes brand identity, and facilitating press in Canada held
at Hudsons Bay Company on Queen Street West.
Public relations presents greater authenticity and credibility among consumers
(Cramer). The combination of personal and non-personal communication channels is
a great way to target a wider range of consumers while still maintaining Smythes
11

established brand image to their loyal customer. The intention is to tell Smythes
story as they have been a strong brand for over 10 years who strive to maintain
their brand integrity as a Canadian, menswear inspired yet sharply fitting jacket,
and other extensions clothing brand. The invites will be sent to innovators and early
adopters of the brand as a no-cost promotion strategy. These customers have the
power to identify early trends, giving them strength to influence other clients
through mediums such as social media. This word of mouth strategy is influential
because clients will trust others that they respect through their style and brand
decisions.
Fashion Show:
Holiday 2015 and brand launch held at Hudsons Bay Queen Street on
November 18th, 2015.
Will showcase full collection of Holiday 2015 blazers, jackets, blouses and
tailored pants.
Models footwear will be provided exclusively by Manolo Blahnik, a worldrenowned footwear line.
Models will wear Smythe feature pieces, paired with denim and other
layering pieces from The Room; footwear showcasing Manolo Blahnik pumps
and boots.
Invites will be forwarded to elite Hudsons Bay clients, Smythes personal
client base, Canadian magazine editors, Canadian fashion buyers, local
celebrities, and bloggers as we have identified them as key influencers in the
Canadian fashion market.
Clients will receive the first look at the Holiday collection with the
opportunity to purchase after the show, as well as a gift bag under every seat.
Guests will be electronically checked in via iPads, which will trigger an email
authorizing their ability to purchase after the show with a set time block to
ensure clients are served in a timely manner.
Aesthetics of the event will be relatively minimalistic. The fashion show will be held
adjacent to the in-store boutique (which will be discussed further in fashion extras).
The fashion show will take place on a white stage with white chairs. There will also
be LED frosted white spheres suspended from the ceiling. Champagne and hors
doeuvres will be served throughout the evening.

12

Fashion Extras
In-Store Boutique:
There will be a specialty boutique feature set up
earlier in the day before the fashion show on
November 18 focusing solely on Smythes new
Holiday 2015 collection. Before the fashion
show, the boutique area will be covered with a
white curtain and it will be revealed to the
public as soon as the fashion show is over so
that guests of the event can be the first to
purchase Smythes new line of products that
they just witnessed. The area will consist of a
full wall and four clothing fixtures highlighting
the holiday merchandise. There will also be
focused mannequins that change weekly and rotate first and second delivery
jackets, blouses, sweaters and pants. To attract attention and remain cohesive with
the fashion show, a flat lay of featured blazer (that will also appear on the
mannequin), Smythe pant, Manolo Blahnik pump and
Proenza Schouler handbag will be set up on a low table.
There will be a look book after the event with the
Holiday 2015 collection and a white display bowl with
large silver and gold metallic spheres to emulate
Hudsons Bays holiday window display which also
features Smythe. After the launch of Smythes holiday
collection, the in-store boutique will attract The Room
cliental and provide a destination for window shoppers
and for those that did not attend the show.
Additionally, Smythe will produce custom shopping bags and garment bags with the
brand logo also highlighting Hudsons Bays The Room.
With every purchase of The Room merchandise beginning two weeks prior to the
event, Hudsons Bays clients will receive an invite to preview the fashion show for
Smythes 2015 Holiday collection, where they will receive exclusive opportunities to
access this collection for the first time.

13

Window Display:
Smythe will also have large a window display on Queen Street West featuring the
current Holiday 2015 collection. The window display will be created specifically for
Smythe one week before the fashion show to build hype and provide a sneak-peek
for the new collection. However, it will not give away any details to what the
collection looks like. The window will be enclosed with painted off-white walls
(specifically Farrow & Ball #257) and two suspended white-lit spheres. There will
also be hanging sparkly silver snowflakes throughout the display. Additionally, the
window will have gold cling vinyl with the brand logo, a small paragraph of brand
background, and the date of Holiday 2015 launch.
Once the fashion show premiers, the window will change to feature 5 semi-abstract
wire-rigged mannequins in an asymmetrical layout. Two mannequins will stand to
the left of the spheres, and three will stand on the right. The mannequins will be
wearing Smythes new and anticipated Holiday 2015 collection.

14

The Promotions Budget

Fashion Show Total Prices:
Lighting
Stage
Seating
Venue
Models
Food/Beverage
Catering Staff
iPads
Total:

$1,716.00
$2,257.00
$600.00

$0.00
$3,000.00 (15 Models)
$7,500.00 (150 Guests x 50)
$1,140.00 (190 x 6 Caterers)
$2,994.00 (499 x 6)
$19,207.00

Fashion Extras Total Prices:

Promotional Shopping Bags
Promotional Garment Bags
Printing of In-Store Signage
Fashion Show Invite for Customers
Total:

$453.00
$714.00 (6 Boxes of 50)
$50.00
$250 Invitations = 200
$1,467.00

Total Cost of Promotion:

$20,674.00

Price Explanation:
The fashion show budget is a total of $19,207.00. The price is relatively low for a
promotion of this size. This is because the venue is not something we had to take
into consideration as it was free to host in The Room. This was because the
promotion does not only benefit Smythe but also Hudsons Bay because of the
alliance they formed to launch the product in their store.
The cost of the promotion is made up of staging for the runway, lighting, and
models. Lighting, chairs, and staging will cost a total of $4,573.00. The items
necessary for the show have been sourced from Pacific Parties. We have estimated
that 15 models will be necessary in order for the show to run smoothly and show the
full Holiday 2015 collection. The pricing for models has been sourced from
Mccullough Models. We will also be providing hors doeuvres and beverages for the
guests before the show start - this adds a significant amount to the budget. Wine
and other spirits will also be served, adding to the cost of food and beverages. The
pricing of the food and beverages has been sourced from Christine Bib catering
company, who specializes in weddings as well as corporate events. Christine Bibs
will also be providing 6 servers.

15

The rest of the promotions budget fund will be spent on promotional garment and
shopping bags to give to Smythe customers at the event in The Room. We have
estimated approximately 300 shopping and garment bags will be necessary for the
event. To customize the shopping bags it will cost us $0.75 to customize it plus the
original cost of the bag which is $0.76. We have sourced these bags from Apples
Specialty Bags. The garment bags are suitable for coats as well as suits, and will
cost us $714.00 to customize by Uline. The Cling Vinyl signage for the window at
The Room will cost $50.00 and will be custom made by Next Day Flyers. The custom
made invitations, also made by Next Day Flyers, will cost approximately $200.00 for
250 invitations to give to Smythe product purchasers.
Conclusion
The Smythe Holiday 2015 fashion show and in-store boutique in Hudsons Bays
The Room will serve to introduce Smythes brand to the Hudsons Bay clientele
while also reinforcing the brands relevance to their current customer base. The
combination of public relations and fashion extras has proven to be a successful
promotions mix for Smythe in the past, which is why we believe that Smythes
partnership with Hudsons Bays The Room will be a great success for both retailers.
These promotions will continue to build brand equity for Smythe and therefore will
continue to increase their success in Canada and around the world.

16

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<http://www.thecoveteur.com/christie-smythe-and-andrea-lenczner/>

18

Uline. Zippered Garment Bags. Web. <www.uline.ca/BL_5585/Zippered-GarmentBags>

Won, Nancy. "Designer DNA: Smythe." Elle Canada 2 Sept. 2009. Print.
*Press kit citations included.

19

Appendix
1. Chairs, Lighting, Stage, and Stage Accessories Pricing:

2. Food and Beverages Pricing:

3. Catering staff Pricing:

20

4. Signage Pricing:

5. Garment Bags Pricing:

21

6. Invitations Pricing:

7. Model Pricing:

22

8. VALs Framework:

Innovators: Highest income level, self-esteem, and resources. Image is important to them and they
enjoy the higher-quality products.
Thinkers: Motivated by ideals, and are mature and educated professionals. They are knowledgeable
about what goes on in the world and are open to new ideas. Usually they have high incomes but are
also practical decision makers.
Believers: Have an average income and are motivated by ideas. They are predictable individuals who
choose established brands that they trust and that are established. Family and community focused
individuals.
Achievers: Work oriented individuals who are motivated by achievement. Satisfied by their jobs and
families. They are conservative and enjoy products that indicate their success.
Strivers: Motivated by achievements and have values similar to achievers, but have lesser resources.
Style is very important to them because they want to emulate those that they admire.
Experiencers: Motivated by self-expression and have abundant resources. They are young, around
the age of 25, and have a lot of energy. They are consumers that spend a lot on new products and
services.
Makers: Motivated by self-expression, but have low resources. They are practical people who value
independence. They like practical and functional merchandises.
Survivors: Low income and have few resources. The oldest of the framework, with the average age
being 61. High degree of brand-loyalty within their means.

23

presents

Join us on the evening of November 18, 2015 for

an exclusive fashion show launching
the Smythe Holiday 2015 collection
featuring footwear by

Cocktails + hors doeuvres beginning at 6:00pm

Show begins at 7:00pm in Hudsons Bay The Room second floor
176 Yonge Street, Toronto
VIP opportunities to purchase Smythes Holiday 2015 collection

presents

Holiday 2015 Collection

Press Pack

Deb McCain Communications

155 George St. lower level
Toronto, ON M5A 2M8
FOR IMMEDIATE RELEASE
Tel. 647-349-2899
Fax: 416-349-2897
Email: inquires@debmccain.com

JUST IN TIME FOR THE HOLIDAYS: SMYTHE ENTERS THE HUDSONS BAY COMPANY IN
TRUE STYLE
Toronto, Ontario November 15th, 2015 In the midst of holiday preparation with Christmas just
around the corner, Canadian brand Smythe, known for their popular, made-in-Canada, womens jackets
and blazers, will be introduced at the Hudsons Bay Company (HBC). Smythe and HBC are excited to
unveil Smythes latest collection and have their designs carried at the iconic Canadian retailer, which has
expanded in recent years to bring more luxury brands to the store with The Room. To celebrate, HBC
will be opening a pop up store and hosting a fashion show for Smythe at their Queen Street flagship store
at 7pm on the evening of November 18th, 2015. The event will present Smythes Holiday 2015 collection
to eager fashionistas and industry leaders who are looking to embrace the latest trends in womenswear this
holiday season.
As a fellow Canadian brand, we are proud to now be part of the Hudsons Bay family, says Smythe CoFounder, Andrea Lenczner. Co-Founder Christine Smythe adds, HBC is a go to store for modern women
looking for wearable pieces and classic, feminine luxuries and we are really excited to now be a part of
that. We cant wait to share our designs with HBC customers. The price of Smythes jackets start at $595
reflecting the brands known prestige and reputation for quality.
In the last decade, Smythe has become a Canadian success story with their designs loved by fashions elite
and mentioned in top fashion magazines and publications. Smythe is also a favourite of many public
figures and celebrities, including Kate Middleton, Kate Hudson, Rachel McAdams, and Sarah Jessica
Parker, to name a few. Today, Smythe is available in the top department and specialty stores in Canada, the
United States, the United Kingdom, Germany, Mexico, Russia, China, and the Ukraine.
About Smythe
Launched in 2004 by Christine Smythe and Andrea Lenczner, Smythe is a Canadian brand known for their
impeccably tailored, made in Canada jackets with feminine silhouettes. While jackets are still the DNA of
their brand, Smythe has also introduced a few blouses, sweaters and pants to their collections. Today, their
designs can be seen on some of fashions most influential faces and the brand is known and respected
around the world.
###

HISTORY AND OVERVIEW

Lifelong friends, Christie Smythe and Andrea Lenczner are the two brains behind the
Canadian jacket label Smythe Les Vestes. Since the brand was launched in 2004, Smythe has built a
favourable reputation around the world for their highly sought after, high quality, and impeccably
tailored jackets and coats. Smythe and Lenczner had always wanted to go into business together and
developed the idea for the brand after discovering a gap in the market for professional womenswear
that did not compromise on style. In their minds, the jacket was the perfect wardrobe staple to make
up the foundation of their brand, which they believe is a versatile item that is suitable for taking every
modern woman from the workplace to a night on the town.
To this day, Smythe has stayed true to their brand and has focused on designing one category
of clothing - jackets and coats - and doing so very well. This strategy has paid off, as their designs are
known for being flawless and flattering to a womans body, and as their collection have been picked
up and carried by some of the top high-end retailers around the world. In addition, Smythe jackets and
coats are popular amongst many celebrities. In 2011, a significant moment for Smythe that assisted in
reinforcing the brand as a luxury label, was when Kate Middleton, the Duchess of Cambridge, wore
one of their jackets during her visit to Canada. This promotion not only reinforced Smythe as a truly
iconic Canadian brand, but it spearheaded their increased success in recent years.
SUMMARY
- Smythe Les Vestes launched in 2004 by Andrea Lenczner, and Christie Smythe.
- Before launching the brand, Lenczner was a former buyer at Holt Renfrew and Smythe was a
former product developer at Gap Inc.
- Lenczner and Smythe decided to make jackets the core of their brand, because they found it
difficult to find both stylish and work appropriate clothes for women. They were also inspired to
make jackets that look great with jeans and casual wear!
- They list some of their influencers as Ralph Lauren, Stella McCartney, and Rick Owens.
- The brand is currently carried at high-end boutiques and retailers in eight countries.
- Their jackets were made even more famous by the Duchess of Cambridge, who sported one of their
jackets on her trip to Canada in 2011.

ABOUT THE EVENT: FACT SHEET

Smythe Holiday 2015 Collection Pop Up Store and Fashion Show at the Hudsons Bay Company
- The event will be held in celebration of the introduction of Smythe into the Hudsons Bay Company.
- Hudsons Bay clients and event guests will receive an exclusive viewing of Smythes Holiday 2015
collection with the opportunity to purchase items from the runway after the show.
- The fashion show/launch party will showcase the full collection of Holiday 2015 blazers, jackets,
blouses, and tailored pants.
- In addition to Smythes collection, the fashion show will include footwear by Manolo Blahnik.

Date: November 18th, 2015

Where: Hudsons Bay: The Room - Second Floor
176 Yonge Street, Toronto, ON M5C 2L7
Time: Cocktails at 6:00 PM
Smythe Holiday 2015 Show at 7:00 PM
Tickets: This is an invite-only event. Invites will be forwarded to select Hudsons Bay clients, Smythes
personal client base, select Canadian magazine editors, Canadian fashion buyers, local celebrities, and
fashion bloggers. Guests are encouraged to RSVP to events@hbc.ca by November 11th, 2015.

For more information, please contact:

Deb McCain, Deb McCain Communications
Telephone: 647-349-2899
Fax: 416-349-2897
Email: inquires@debmccain.com

Brand: Smythe

90.0 /100

FMPC 500: Group Project Promotions Plan

Feedback

Marks

CONTENT

Written Report
4.5 /5 Step 1: The Brands Marketing Mix Strategy

A) Product Strategy details are complete, meaningful, accurate and demonstrates critical
thinking and application of class terminology and concepts

B) Price/Market Level Strategy details are complete, meaningful, accurate and
demonstrates critical thinking and application of class terminology and concepts

C) Place/Distribution Strategy details are complete, meaningful, accurate and
demonstrates critical thinking and application of class terminology and concepts

D) Marketing Communications and Promotional Activities analysis is complete,
meaningful, accurate and demonstrates critical thinking and application of class
terminology and concepts

Appropriate length ~ 500-750 words (I Page MAX)

5 /6 Step 2: Description of the Fashion Brand

Details paint the complete picture of the fashion brands identity

Brand elements are reviewed in detail

Brands current state of brand equity is discussed and established

Demonstrates critical thinking and application of class terminology and concepts

Appropriate length ~ 500-750 words


3.75 /4 Step 3: Specify the Promotional Objectives and Theme

Explained what the organization expects to accomplish through the promotion to support
to the ultimate goal of increasing brand equity. WARNING: Stay FOCUSED, dont try to do
too much! Focusing on one objective is plenty. It is better to have one objective and do it
well, then to have many objectives which are poorly addressed.

Objectives included the following characteristics:
1. Specific (what, who, when, where);
2. Measurable;
3. Desired change is specified;
4. Timeline is described;
5. Consistent and realistic;
6. Focused and clear

Theme of promotion is explained in a clear and concise manner

The way in which the plan will benefit business sales is clearly addressed

Appropriate length ~ 150-250 words

3.5 /4 Step 4: Identify the Target Audience of the Promotion

Described the selected target audience to be reached by this promotion

Fully described Demographic, Geographic, Psychographic, and Behaviouristic
characteristics of the target market

Adequate detail is provided so reader can clearly distinguish the target market for this

Brand: Smythe
Marks

CONTENT

promotion vs. other promotions/or other brands target market

Appropriate length ~ 250-350 words

9.5 /10 Step 5: Promotions Mix

Defined the message the brand hopes to share with promotion

2 promotional tools were incorporated into the IMC promotion plan

Tool selection is coordinated and relevant to brand, target market, and promotional goals

Specifics of the promotion are detailed including visual or text based examples which
paint the picture exactly how the promotions plan will come into fruition

Developed creative possibilities and thought out-of-the-box. New possibilities introduced

Critical thinking and application of class terminology and concepts are evident

Appropriate length ~ 1000-1500 words

3.5 /4 Step 6: Promotion Budget

The total budget allocated for this promotion is clearly stated (dollar amount)

The specific budget setting method is explained and uses terminology from class

Itemized list of projected expenses for the promotion is very specific including both large
and small expenses as required by the promotion

Backup sources are provided (in Appendix) to confirm specific costs for each item

Costs/expenses are accurate

Appropriate length ~ 250-500 words


2.25 /3 Step 7: Executive Summary and Conclusion

Key points from entire reports are highlighted/included and concluded

Description of the project is focused and informative

Conclusion summarizes promotions plan and highlights why it will be a success

Appropriate length ~ 150-250 words


4 /4 Step 8: Finishing Touches Overall Formatting, Title Page, Table of Contents, Bibliography,
Appendix

Presented in a professional manner: Correctly formatted and submitted one sided
printing, 12pt font with STAPLE in top left corner of report. No plastic covers or folders

Content is free of grammatical errors/ spelling errors

Overall report is attractively formatted and is CONSISTENT throughout

Tables and images, if used, are clearly introduced and explained

Headings and subheadings are used to organize information

Title Page to report is included with Creative/Attention getting title. All group members
full names, Humber College, our course code, Professors name, date due. No page
numbers or visuals should be included here.

Table of Contents should include page numbers for each section. Single spaced.

Bibliography/Reference Sheet is included and consistently uses MLA or APA formatting

Appendix included

36 /40 WRITTEN REPORT SUBTOTAL

Press Pack
4.00 /5 Kit Folder

Brand: Smythe
Marks

CONTENT

4.50 /5

8.50/10

5.00 /5

Colours: Match those of brand or are relevant to promotion

Logo: Corporate logo of brand is clearly visible on the folder
Design/Creativity
Professional presentation
Press Release
Content follows proper Press Release format and includes: For Immediate Release,
Headline, Dateline, Contact Details, Lead Paragraph, Body, and Boilerplate
Content clearly describes the promotion
Content contains relevant and useful information
Two of the following:
Basic Fact Sheet, Historical Fact Sheet, Program of Events (Schedule of Activities), List of
Participants & Biographical Information
Media Kit contains two of the above
Inclusions effective choices which relate and best describe promotion
Inclusions efficiently provide information without repetition
Inclusions are well organized and professionally formatted
Extra Element
An effective choice to relate to promotion
Element adds to the strength of the Media Kit
Design/Creativity
Professional presentation

22 /25 PRESS PACK SUBTOTAL

Presentation
9.5 /10 Content and Structure

Shows a full understanding of the topic. Stays on topic all (100%) of the time.
Demonstrated excellent use of key points. Selective and convincing.

Content includes use of class material, class terminology and evidence of critical thinking

The presentation explains and justifies your promotions plan and convinces your
professor to approve the plan

Content is free of grammatical errors/ spelling errors on PowerPoints or any materials
9.5 /10 Props/Visuals and Creative Approach

Group used several visuals tools demonstrating excellent format techniques, interesting
graphics and captures the interest of the audience

PowerPoint / or other visuals have a professional layout and information was clear and
relevant

Group used creative and interesting approach to present material

WOW factor: Presentation held classes interest
1.5 /2 Strong Conclusion

There was a strong conclusion including a recap, of why this is important knowledge of
topic demonstrated

Convincing presentation to support proposed promotions plan. Persuasive.
3 /3 Professionalism and Preparedness

Group is completely prepared and has obviously rehearsed

ALL group members must participate in the presentation
Presenters do not read off of cue cards

Brand: Smythe
Marks

CONTENT

3 /4 Audience Engagement
Uses audience involvement / audience engagement techniques effectively and
consistently throughout.
Interest level: Holds attention of the audience and captivates them
Presents in an interesting manner and not reading a script this is boring!
1.5 /2 Speed, Pitch, Volume

Strong, consistent volume, strong use of pitch for emphasis and appropriately paced
throughout
2 /2 Eye Contact/Camera Presence and Gestures and Movement

Establishes excellent eye contact with everyone in the room during the
presentation/camera presence
Presenters do not read off of cue cards

Consistently stands up straight, looks relaxed and confident. Gestures and movement
follow thoughts. Group displayed no distracting behaviours that hampered the
presentation
2 /2 Timing
Presentation followed the 20 minute MAX guideline
START TIME: 813
END TIME: 832

32 /35 PRESENTATION SUBTOTAL

Additional Feedback and Comments

Written Report: Excellent overview of the marketing mix incorporating some class terminology in an effective
manner. Brand elements could be reviewed with a little more description and application of class terminology,
however the areas which you focused on were clear and meaningful. Objectives were clear and measurable.
To improve this section perhaps a quick/easy reference summary somewhere would benefit the reader as to
the 6 characteristics of objectives noted. Be sure when describing the Target audience that there are details
specific to the promotions e.g.)Geographics would likely be even more focused. A very well planned promotion
with a great attention to detail, very impressive. Budget contained some good details and adequately sourced.
Inclusion of the window expenses such as the F&B paint (amazing paint but expensive per can) and the props
would be even more specific here. Small font issue with $600.00. More focus on the promotions plan itself
would make the Executive Summary stronger. The presentation of the report, formatting and organization are
extremely professional. A pleasure to read.

Press Pack: This is a well presented press pack. Some suggestions would be to add a line about the holiday
window into the press release; consider how to attach/package the lookbook and invite with the rest of the kit;
the look of the media kit could be slightly more "branded" in appearance, specifically the two elements
included still hint at it being a project. Overall, very good job.

Presentation: Introduction to the brand. Clean organized slides and visuals. Volume of voice a little quiet but
confident in style and great eye contact. Discussed Product, Price, Place (Where to Buy), Promotion (great
visuals here), Brand Equity discussing brand name Smythe Les Vestes. Smythe sightings is a good slide too.
Target market defined using class terminology - simplify Behaviouristics info on slide so it is easier to see,
maybe with simpler bullet points and then expand during discussion. Promotions objective contained some
good research which supports your measurable goal. Great use of class terminology in this section - excellent.
Promotions Mix. PR member who works with the brand is an interesting and realistic way to present. Fashion

Brand: Smythe
Marks

CONTENT

Show Holiday 2015 partnered with MB for footwear - exclusive scheduling. Great event description and visuals
with inspiration shots, lots of details have been thought out. Invite visual presented. In-Store boutique - full
wall and 4 pics, mannequins, flat lay of the blazer merchandised and lookbook. Passed around 2014 lookbook.
Custom shopping bags and garment bags available after the show. Window display on Queen West. The level
of detail to the promotion is amazing - Sounds exquisite. Budget reviewed with some highlighted details Show
$19,207.00+ Fashion Extras 1,467.00. Total promo budget approx. $20 thousand. Outstanding job. So happy
with how your project turned out.

Deductions Including: Late penalties, Peer Reviews

IMPORTANT: Please refer to Humber Business School Rubric Evaluation for Assigning and Interpreting
Course Grades on the following page for a complete understanding of your score.

Brand: Smythe

Rubric Evaluation for Assigning and Interpreting Course Grades

Business School (DRAFT - Revised 2013/PFM)
Final grades for Business School courses must reflect our institutional and school goals. In that regard, grading should be
regular, transparent and fair. It should support student achievement, as well as reasonably and accurately describe results.
Assignments and interpretation of grades should be regularized as much as possible across course sections and within
programs. In addition, grades should be convertible and interpreted in a similar fashion across programs.
50 59%

60 69%

70 79%

80 89%

90 99%

100%

Below 50%

Weak to Barely Passable

This work contains more than one major error, but some of the relevant information is presented
accurately. The work barely meets meet minimal standards, demonstrating some understanding,
coherency and organization. Applications are simplistic and routine in nature.
For a summative or final grade, this represents student achievement that meets minimal expectations to
pass the course, but is below the level required for progression through the program.
Please Note: In addition to meeting all program specific course and credit requirements, students must
have a Cumulative Program Grade Point Average (CPGPA) of 60 in order to be eligible for graduation.
Satisfactory
There are errors in the work as presented, including no more than one major error; however, most of the
relevant information is presented accurately. Content may be of interest to some, but the work is not
creative to the extent that it captures the attention of many. Presentation is good and reasonably well
organized, though there may be challenges with sequencing and logic.
For a summative or final grade, this range represents student achievement that meets expectations, but
little more.
Good to Very Good
The work may demonstrate a limited number of minor errors, but no major errors. Errors that do exist may
be of a repetitive nature and reasonably easy to correct. No more than two major errors would be likely in
individual pieces of work. Some of the work demonstrates a degree of creativity, and presentations are
well organized and flow smoothly. Logical thinking and application is generally evident. The student
knows the work and can apply it.
For a summative or final grade, this range represents student achievement well above the pass level and at
the upper end is considered a distinguished grade.
Excellent
The work is beyond that typically seen. There are no major errors and few if any minor errors. It is clear
the student has full command of the subject and has no difficulty applying it to applications taught as well
as new applications. There is a high degree of creativity, demonstrating that the student is able to apply
concepts beyond the course and possibly across courses. Communication related to course materials is
notably strong, beyond what is expected.
For a summative grade, this range represents student achievement at an honours level. It exceeds
distinguished and is highly notable to faculty and students.
Outstanding and Highly Notable
The work is error free on all occasions. It is creative, extraordinarily notable and highly organized.
Written work is at the publishable stage. Oral work engages, educates and entertains the full audience.
For a summative or final grade, this range represents student achievement that is rare and highly
distinctive. The student is likely attracted to this particular subject area and has completed study beyond
what the course requires.
Extraordinary Achievement
This work offers contributions to the discipline. The student should be teaching the course, or at least
significant portions of it.
For a summative or final grade, this represents student achievement that may be seen by a teacher once in
a lifetime. Such a grade identifies exceptional scholarly achievement that is notable beyond the institution.
Very Weak to Unacceptable

The work and effort is deficient in most or all areas. Knowledge is nearly absent, as is
logic, coherency and application.
For a summative or final grade, this represents student achievement that is unacceptable.